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Volkswagen Gets Emotional in New Short Film entitled 'Generations'

Volkswagen has released a new short film entitled ‘Generations’. In it, the German car giant shows off a more emotional side of the brand....

Volkswagen has released a new short film entitled ‘Generations’. In it, the German car giant shows off a more emotional side of the brand. The film has been created in collaboration with Very Agency, and it kick-starts Volkswagen’s new content platform.
The goal of the new platform is to focus more on the person behind the wheel in a Volkswagen – and less on the technology under the hood. This is done by telling a story about the effort to become a better version of the previous generation.
”For some, a Volkswagen is just a means of transportation. But for many people, it is a part of their family’s history and memories. For generations, the brand has been part of the lives of many Danes, and for that reason alone, many emotions are attached to the brand – and we feel that these emotions deserve to be communicated,” says Michael Stein, who is Head of Marketing at Volkswagen Denmark.
The film is made in collaboration between Very Agency, Creative Director Thomas Pries and Director Sune Svanborg Sørensen and is produced by Shoot Happens.
The film depicts a conflicted father-son relationship. During a significant time in their lives, they go on a trip together in a 1979 Volkswagen Beetle, and this is when they start to deal with their unresolved issues. Michael Stein explains:
”Volkswagen owners have so many unique stories that we can all somehow relate to. Because of this, we are able to not only make a film, but a whole content universe called ‘Generations’. we are creating a platform for interesting stories – both for the dedicated Volkswagen owners and the rest of Denmark. All Danes will be able to see aspects of their own personal story in the content, and this makes the campaign relevant on a national level.”
An important theme of the film is the father-son relationship and how the main character learns from the relationship with his father, as he tries to be a better father for his own son. Stein further explains:
“Fathers are committed to being only the best version of themselves for the next generation. And in a similar fashion, Volkswagen aims to constantly improve and be even better than the previous generation. For Volkswagen that means becoming better at developing cars that help move people forward, but also better at understanding and telling the stories of who we really are.”
Thomas Bjerg, the CEO of Very Agency, adds:
“The purpose of the film is to start up the conversation about cars and the fact that there is often a lot more than technology and functionality to be found in people’s relation to cars. In fact, the relationship with a car can have very strong emotional factors, because the car is often a starting point for new adventures, memories and the way we relate to each other. We are convinced that this is a strong starting point for communicating. Not just to create engagement and involvement, but also to establish a strong differentiator in a category whose communication is traditionally driven by the functional aspects of cars.”
CREDITS
Agency: Very Agency
Production: Shoot Happens
Strategy and concept: Very Agency
Campaign idea: Thomas Pries + Very Agency
Film idea: Sune Svanborg Sørensen
Creative Director: Thomas Pries
Writer & Director: Sune Svanborg Sørensen